Sinead Roarty
EVP, Executive Creative Director at McCann Worldgroup
New York, United States
In 2017, same-sex marriage was not legal in Australia. Launching during Australia’s controversial marriage equality vote, the Virtual Equality VR activation and 360 film, gave Australians the chance to do the impossible, by experiencing a same-sex wedding on home soil, in spite of the law. For the first time, virtual reality was used as a social protest. By letting people experience the real-life outcome of the marriage equality survey before it happened, our message broke through the divisive claims and fearmongering from the NO camp and inspired the nation to become passionate supporters of the YES campaign.

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